Cinema advertising may report on movie demographics

Cinema advertising long used to rely only on weekly declarative data from CIM NCRS. Now Brightfish announces they may now use data coming from an online survey of 1.000 people every week who are asked about their cinema visits (and movies viewed) of the past 7 days. This demographic profile complements the information on tickets sold gathered by Cinedata on the Belgian market. In theory this allows the Belgian market to be provided with precise attendance and profile, on a movie by movie basis.

Belgian football on sales

The Belgian Pro League has launched a wide call for tenders for TV broadcasting rights of the Belgian football. Actually OTT might also be offered separately (starting from July 2020) and the content covers a wide range of events, with oa 1A and 1B leagues, as well as female matches. The Pro League has designed 11 different packages. Tenders are due in January 2020. This new initiative involves a period a 4+ years.

New Google extension allowing advertisers to collect leads

Internet goes (more and more) mobile. Also the search volume where the highest proportion now comes from mobile devices. However, when it comes to conversion rate mobile lags far behind desktop. To counter this, Google has looked for a creative solution. By the end of October, Google officially announced the launch of a new extension in beta called Lead Form Extension. As a reminder, extensions are shown right underneath the text ads in order to extend them with additional information.

This new feature has the particularity to capture leads within search results. The purpose here is clear: allow mobile users to leave a lead with a minimal effort by eliminating the extra step of navigating to your website.

How does it look like?

The form includes a headline, a business name and a description line. There is also the possibility of adding a background image. As for the fields form, they are limited to the name, email, phone number and postal code. It should also be noted that forms are prefilled with information obtained from Google accounts. So UX on mobile is swift and action driven.

Furthermore, data can be gathered in two different ways:

• Webhook: linking the lead form directly to your customer data management system, the collected leads will be received in real time.
• Manually:  manually downloading the collected leads in the ad extension table.

Now, what does it mean for advertisers? In concrete terms, this new feature offers the opportunity to increase lead rate while also making the user experience even easier.

New automatic bidding in DV360 finally enables pay per click

Back in September, Google officially rolled out the Outcome Based Buying (OBB).

This new buying model makes pay for outcomes (clicks) instead of paying for impressions (CPM). This new feature improves campaign performances as it directly involves the end metrics of activation.

Before this new update, Google only offered an automated auction feature based on a CPM buying type. Unfortunately, this model left advertisers with no other choice in terms of KPI.

Outcome based buying is available for all display campaigns with a post-click conversion goal in Display & Video 360 but there are limitations: DV360 Outcome Based Buying IOs doesn’t support impression based budgets, non-invoiceable CPM fees or % of media fees, attribution models for impressions, average CPM constraints, and creatives hosted outside of Display & Video 360 or Campaign Manager.

Video, TrueView, native inventory, Deal inventory and third party viewability are not supported on Outcome Based Buying too.

Finally, Google also allows its new buying model to non-guaranteed offers.

Holidays are coming!

Last month Google announced that it will be rolling out two new seasonal events in-market audiences for Black Friday and Christmas to Search and Youtube.

In 2017, Google brought in-market audiences to Search. These audiences are built based on buyer-intent signals such as recently performed searches, surfing activity and interests. By using these audiences, you’re able to increase relevancy and ROI. Like with all audiences in Google Ads, you can add these to the campaigns as targeting or solely to observe how they perform in your campaign.

Now jumping to 2019, Google has added an extra segment to these in-market audiences: seasonal events. With the holiday season in sight, Google has added Black Friday and Christmas to Search and Youtube. Within these seasonal segments you’re able to target only Christmas or Black Friday shoppers who show interests in the products and services you have to offer. In May of this year, Google has added over 30 more categories, including many retail variations.

So what does this mean for your upcoming ‘end of year’ campaigns ? These new audiences are broadening your reach by targeting people that are not directly reached via the keywords used in your campaign. Because the in-market audiences are reaching relevant audiences that are further down the funnel, you’re driving potential high-value customers with an active state of mind to your brand and products which you would have never reached with another targeting. Don’t hesitate to ask your search or video experts for more explanation and see if these audiences can boost your business in the seasonal moment of truth.